• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.105-117
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• 2020

This study defined the Creators who produce video contents related to Korean Wave in the form of one-person media and takes an influential role in China as the 'Korean Wave(Hallyu) Wanghong Media'. This study aimed at examining the effects of viewing motivation and behavior on satisfaction and cultural acceptance. The survey was conducted on 240 respondents who have watched the contents on China's Bilibili video site. As a result, among five different motivations, the higher the level of 'cultural curiosity', 'entertainment', and 'empathy', the higher the satisfaction. Examining the effect of viewing behavior on satisfaction, 'frequency', the act of 'sharing' and 'participating' had positive effects. Furthermore, 'cultural curiosity' and 'satisfaction' were the factors of positive influence on cultural acceptance. The results of this study can enhance the understanding of Korean Wave Wanghong Media and further contribute to continuous development.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.1-10
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• 2018

This study investigates Chinese consumers who have recently purchased products through internet personal broadcasting of Wang Hong and explores how factors related to Wang Hong, broadcasting contents, and products affect purchasing satisfaction of consumers. The present study also examines whether this satisfaction affects the consumer loyalty to the shopping through the Wang Hong in the future. The results indicated that consumers' perception of the informational level rather than entertainment level of broadcasting contents had significant effects on the product satisfaction. The perceived uniqueness and credibility of Wang Hong were found to have positive impacts. In terms of products, the more consumers perceived the product to fit their images or values, and the higher the fit between the images of Wang Hong and the endorsed product, the higher the satisfaction with the product. Product satisfaction increased the customer loyalty, including the intention of repurchasing products endorsed by the Wang Hong.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.212-229
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• 2020

'Live + Sale' is actively promoted in China and 'Wang-Hong', also known as Chinese internet celebrities are dominating this format of marketing strategy recently. They introduce products to consumers through live broadcasts, promote online shopping, and frequently evoke impulsive buying. Under this context, it is worth focusing on what factors influence impulse buying during Wang-Hong's live broadcast. This study investigated the impact of Wang-Hong characteristics on impulse buying behavior when watching live sales. Also, the mediating role of flow experience and viewing satisfaction was explored. Furthermore, we expected that the different live broadcast circumstances could have a different impact on flow experience, viewing satisfaction, and impulse purchase. A total of 242 Chinese women who have experience of viewing live sales were recruited through a Chinese research platform. The results revealed that Wang-Hong's trustworthiness and attractiveness positively affected the viewer's impulse buying directly, and indirectly through flow experience and viewing satisfaction, whereas expertise did not have any impact on impulse purchase. However, there were no significant differences between the two live broadcast circumstances. This research can enhance understanding of the impulse buying process during Wang-Hong's live sale and help brands come up with effective influencer marketing strategies using live sales.

• Management & Information Systems Review
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• v.38 no.3
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• pp.97-112
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• 2019

Currently, in China, mobile live broadcasts are more popular compared to online live broadcasts. Accordingly, this research focused on Wanghong, SNS's flagship live broadcasting app. In other words, Wanghong refers to an internet celebrity who acts online on social network services (SNS) influencing many other people. This study specifically focused on one social network service and conducted a study on live app users. The study first analyzed the quality factors of an SNS to users using China's live app. Secondly, the research investigated in finding out the impact of quality on the satisfaction of live app users and how this affects the live app user's satisfaction on their intention of continuous use. Studies have shown that information quality, system quality, and social quality among SNS quality have a positive influence on live app user satisfaction. However, the quality of service and the quality of emotion was rejected by the hypothesis. Throughout this study, we hope to create an app that allows users to share more satisfying mobile images, thereby establishing various episodes holding beautiful places of their life on a real-time basis. It is hoped that live broadcasting businesses will spread a significant impact around the world. Finally, in the future, research on the study of collective comparison between Korea and China on SNS is believed to be meaningful.

• Proceedings of the Ginseng society Conference
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• 2008.05a
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• pp.87-87
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• 2008

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.1
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• pp.19-36
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• 2021

Real-time two-way communication has become an important factor in the relationship between consumers and broadcasters in the Live Commerce environment. To clarify, the relationship of the factors, and the effect of Live Commerce's on consumer purchase intention were examined. In addition, the role of Wanghong, who broadcasts Live Commerce and Co-experience that occurs between consumer and broadcasters influences consumer purchase intention. An online survey method was conducted for 403 subjects in their 20s that were Live Commerce users in Shanghai, Beijing, and Guangzhou, China. The number of final the data used for the analysis was 274 and anlaysis was conducted using SPSS 26.0 program and a Sobel test was employed. Based on the analysis of the data, it was found that Live Commerce's characteristics consisted of interactivity, security, and Wanghong's characteristics consisted of honesty, originality, and expertise. Also, it revealed that Co-experience was consisted of responsiveness and vividness. Second, for Live Commerce's characteristics, the Wanghong's characteristics, and Co-experience had a positive effect on the consumers' purchase intention. Third, the Wanghong's characteristics and vividness, a factor of Co-experience, had significant mediating effects on the relationship between Live Commerce's characteristics and the consumers' purchase intention. Finally, responsiveness of Co-experience had a noteworthy mediating effect on the relationship between the interactivity of Live Commerce's characteristics and the consumers' purchase intention. This study confirmed the important role of Live Commerce's characteristics, the Wanghong's characteristics and Co-experience in relation to the consumers' purchase intention. In addition, the Wanghong's characteristics and Co-experience were proposed as a significant mediating factors.

• 한국약용작물학회:학술대회논문집
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• 2007.11a
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• pp.324.2-324.2
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• 2007

• Proceedings of the Plant Resources Society of Korea Conference
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• 2010.05a
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• pp.15-15
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• 2010

Koran ginseng(Pnax ginseng) is one of the most important medicinal plants in Orient. Among the nine cultivars of Korea ginseng, Chunpoong commands a much greater market value and has been planted widely. A rapid and reliable method for discriminating the Chunpoong cultivar was developed by exploiting a single nucleotide polymorphism (SNP) in the mitochondrial nad7 intron 4 region of nine Korea ginseng cultivars using universal primers. A SNP was detected between Chunpoong and other cultivars and modified allele-specific primers were designed from this SNP site to effective method for the geneic identification of the Chunpoong cultivar of ginseng.

• Journal of Korean Medical classics
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• v.17 no.4
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• pp.8-11
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• 2004

"황제내경(黃帝內經)"(간칭(簡稱)"내경(內經)")의 내용을 임상치료와 진단에서 사용하면서 얻은 체험을 종합해보면 다음과 같다. 1. "내경(內經)"에서는 병을 치료하는 방법과 기술에 있어서는 대부분 직접 어느 한 가지 질병에 어떠한 치료방법을 사용할 것과 그 치료방법의 구체적인 조작방법과 사용에 대하여 기록하고 있다. 이러한 기록은 저자가 진실로 보고 들은 것으로서 거짓됨이 없다. "내경(內經)"에는 치료 방법만으로도 침구(鍼灸), 약물요법(藥物療法)뿐만이 아니라 또한 방복수법(放腹水法)이 있으며, 물리강온법(物理降溫法), 단식요법(斷食療法), 수술절제법(手術切除法), 압추경동맥강온법(壓推頸動脈降溫法)(자절진사(刺節眞邪)), 견인(牽引), 자료(磁療) 및 "딸꾹질을 치료하는 세 가지 방법" 등 거의 30가지에 가까운 치료방법들이 기재되어 있다. 2. "내경('內經)"의 이론은 어느 한 사랑의 손에서 만들어진 것이 아니며 또한 어느 한 시기에 저술 된 것도 아니다. "각가학설(各家學說)"의 성격을 띠고 있다. 3. "내경('內經)"에서는 글귀가 간결하고 함축성이 아주 강하므로 한마디에 많은 뜻을 내포하고 있다. 그러므로 임상에서 사용할 때 그 뜻을 잘 이해하면서 사용해야 한다. 4. "내경(內經)"을 연구하는 사람들이 "내경(內經)"의 이론을 임상에서 사용할 때 가장 먼저 장중경선사(張仲景先師)를 본받아 여러 의학자들의 장점을 취해야 한다. "상한잡병론(傷寒雜病論)"에서는 곳곳에 내경(內經)"의 취지를 나타내고 있으며 내경(內經)" 에 나오는 방법을 치료의 원칙으로 삼고 있다. 치료원칙은 대부분 "음양응상대론(陰陽應象大論)의 기준으로 삼고 있다.

• Asia-Pacific Journal of Business
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• v.12 no.3
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• pp.137-154
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• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.